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Copyright © Allyn

  1. 1. Chapter 1: What is Public Relations? <ul><ul><li>This multimedia product and its contents are protected under copyright law: </li></ul></ul><ul><ul><li>any public performance or display, including transmission of any image over network; </li></ul></ul><ul><ul><li>preparation of any derivative work including the extraction, in whole or in part, of any images; </li></ul></ul><ul><ul><li>any rental, lease, or lending of the program. </li></ul></ul>
  2. 2. Overview <ul><ul><li>Challenges </li></ul></ul><ul><ul><li>Global scope </li></ul></ul><ul><ul><li>A variety of definitions </li></ul></ul><ul><ul><li>Public relations as a Process: RACE </li></ul></ul><ul><ul><li>The components of public relations </li></ul></ul><ul><ul><li>Public relations & journalism </li></ul></ul><ul><ul><li>Public relations & advertising </li></ul></ul><ul><ul><li>Public relations supports marketing </li></ul></ul><ul><ul><li>An integrated perspective </li></ul></ul><ul><ul><li>PR Careers </li></ul></ul><ul><ul><li>PR Salaries </li></ul></ul><ul><ul><li>The value of public relations </li></ul></ul>
  3. 3. Challenges <ul><ul><li>Challenges </li></ul></ul><ul><ul><ul><li>PR is multifaceted </li></ul></ul></ul><ul><ul><li>Global Scope </li></ul></ul><ul><ul><ul><li>An estimated 3 million people practice public relations world wide. </li></ul></ul></ul><ul><ul><li>Definitions </li></ul></ul><ul><ul><ul><li>A number of definitions have been formulated over the years. </li></ul></ul></ul>
  4. 4. Public Relations as Process: RACE Model <ul><li>R esearch </li></ul><ul><li>A ction </li></ul><ul><li>C ommunication </li></ul><ul><li>E valuation </li></ul>
  5. 5. The Components of Public Relations <ul><li>Counseling </li></ul><ul><li>Research </li></ul><ul><li>Media relations </li></ul><ul><li>Publicity </li></ul><ul><li>Employee/member relations </li></ul><ul><li>Community relations </li></ul><ul><li>Public affairs </li></ul><ul><li>Government affairs </li></ul><ul><li>Issues management </li></ul><ul><li>Financial relations </li></ul><ul><li>Industry relations </li></ul><ul><li>Development </li></ul><ul><li>Multicultural relations </li></ul><ul><li>Special events </li></ul><ul><li>Marketing communications </li></ul>
  6. 6. Public relations and Journalism: Differences <ul><li>Scope </li></ul><ul><li>Public relations has many components; journalism has only two. </li></ul><ul><li>Objectives </li></ul><ul><li>Journalists are objective observers; public relations personnel are advocates. </li></ul><ul><li>Audiences </li></ul><ul><li>Journalists focus on a mass audience; public relations professionals focus on defined publics. </li></ul><ul><li>Channels </li></ul><ul><li>Journalists use only one channel; public relations uses a variety of channels. </li></ul>
  7. 7. Public relations and Advertising: Differences <ul><li>Tools </li></ul><ul><li>Advertising works through mass media; public relations relies on a variety of tools. </li></ul><ul><li>Audience </li></ul><ul><li>Advertising addresses external audiences; public relations targets specialized audiences. </li></ul><ul><li>Scope </li></ul><ul><li>Advertising is a communications function; public relations is broader in scope. </li></ul><ul><li>Function </li></ul><ul><li>Advertising is a tool; public relations fills a support role. </li></ul>
  8. 8. Public relations and Marketing: Differences <ul><li>Focus </li></ul><ul><li>Public relations is concerned with relationships; marketing sells products or services. </li></ul><ul><li>Language </li></ul><ul><li>Different words are used by each profession to express similar meanings. </li></ul><ul><li>Method </li></ul><ul><li>Public relations relies on two-way dialogue; marketing relies on persuasion. </li></ul>
  9. 9. How Public Relations Supports Marketing: Strategic Communication <ul><li>Develops new prospects </li></ul><ul><li>3rd party endorsements </li></ul><ul><li>Generates sales leads </li></ul><ul><li>Paves the way for sales calls </li></ul><ul><li>Stretches dollars </li></ul><ul><li>Provides inexpensive literature </li></ul><ul><li>Establishes credibility </li></ul><ul><li>Helps sell minor products </li></ul>8 ways public relations supports marketing
  10. 10. An Integrated Perspective <ul><li>Concept of integration: </li></ul><ul><li>To use a variety of strategies and tactics to convey a consistent message in a variety of forms. </li></ul>
  11. 11. Careers in Public Relations <ul><li>A changing focus in public relations: </li></ul><ul><li>Integrated Perspective </li></ul><ul><li>Crisis management in the larger context of strategic management of conflict </li></ul><ul><li>The range of public relations work </li></ul><ul><li>Public relations firms/agencies </li></ul><ul><li>Corporations </li></ul><ul><li>Self-employed </li></ul><ul><li>Education </li></ul><ul><li>Trade associations </li></ul><ul><li>Government </li></ul>
  12. 12. Careers in Public Relations <ul><li>Five essential abilities: </li></ul><ul><li>Writing skill </li></ul><ul><li>Research ability </li></ul><ul><li>Planning expertise </li></ul><ul><li>Problem-solving ability </li></ul><ul><li>Business/economics competence </li></ul><ul><li>Internships </li></ul><ul><ul><li>Win-win situation </li></ul></ul>
  13. 13. Salaries in Public Relations <ul><ul><li>Entry Level </li></ul></ul><ul><ul><li>Experienced professionals </li></ul></ul><ul><ul><li>Women: The gender gap </li></ul></ul>
  14. 14. The Value of Public Relations <ul><li>A service to society </li></ul><ul><li>Informative </li></ul><ul><li>Relevant </li></ul>